Getting it Right: A Visit to Gerry O'Carroll's Studio
October/14/2007 Ireland Journal
This morning I realized that if we did a little backtracking before our next stop along the eastern sea coast, we might be able to drop in on Jerry O’Carroll’s studio in Waterford, a city of 40,000 and the home of world-famous Waterford Crystal. We were in luck, as Jerry had a lunchtime break in his busy Saturday schedule, and we could travel there in time. Shortly after we found the studio, Jerry’s wife Ann and daughter Ellen arrived, and I was able to catch a snapshot of them in front of the business.
I’ve heard so many good things about Jerry’s studio, and now I can certainly see why. He is doing so many things right, including excellent space planning . . .
. . . an eye-catching window display . . .
. . . great use of floor space, and an intelligent choice of portraits on display in the reception area . . .
. . . contemporary image styles and framing . . .
. . . a comfortable projection sales room . . .
. . . and efficient work spaces and camera room.
Top all this off with beautifully designed marketing pieces and a handsome website, and everything works seamlessly to help clients recognize they are dealing with a professional organization and appreciate the fact they are about to purchase something of value.
Jerry gives credit to several influences that have helped his business to prosper. “Families in Waterford, he explained, “have a long-standing tradition of using the services of professional photographers to record their family histories. Today there are two storefront studios in Waterford, and we greatly benefit from this tradition, which goes back to around 1870.” One photographer for whom he had special praise is the late Annie Brophy, whom he credits with elevating portrait photography to the status of valuable heirlooms. Interestingly, Patricia Cantlon, our hostess at Cullintra House (see October 12 entry), had mentioned being photographed by Annie Brophy, whom she pronounced was “a legend,” a description that Gerry confirmed was an appropriate one. You can read about this fascinating lady by clicking here.
Jerry’s entire approach to business compares favorably to the most progressive U.S. studios, because he has kept his business concept simple and highly focused. He credits this approach to what he learned at PPA’s Specialty Conferences, the first one of which he attended in 2003, the same year that he bought his studio building. Speaker after speaker at that conference, he recalls, stressed the benefits of specialization. When Jerry and Ann returned home, they began implementing what they had learned: First they priced weddings to assure profitability, which meant they lost those that weren’t, providing the studio with more time to emphasize family and children’s portraiture. These were watershed events in the bringing stability to the business.
As we went on our way, I couldn’t help but think that American photographers, who have such easy access to management information, would be well advised to put to work what Gerry had to travel across the ocean to learn! And learn it he has. Even better . . . he’s proving that it works!
Oh yes . . . he wins portrait awards as well. See below.
Very well done, Gerry!